How Three o'clock is helping make sustainable seafood the obvious choice across Europe.
Across Europe, oceans are under pressure. Fish stocks are shifting, invasive species are spreading, and consumers are faced with labels they don't fully understand. Most people want to make a good choice. But the system is complicated.
Mr.Goodfish 3.0, funded by the European Commission, exists to change that. And as co-creation lead on the project, so do we.
Three coasts, three realities
Mr.Goodfish 3.0 works across three experimentation sites, each facing its own pressures. In Cyprus, small fishing boats deal with invasive species and warming waters. In Norway, even one of the world's most regulated fisheries is being reshaped by climate change and global demand. In France, seafood moves through one of Europe's largest processing hubs — where sustainability risks becoming invisible inside complex supply chains.
Different contexts. Different pressures. One shared challenge: how do we reconnect people to sustainable seafood?
Designing collaboration, not just campaigns
As co-creation lead, Three o'clock designs the structure behind the collaboration, bringing fishers, retailers, scientists, educators, policymakers and families into the same conversation. We listen, map the ecosystem, and guide workshops where solutions are tested and improved together.
As one participant in Cyprus told us: "For the first time, we are not just being consulted. We are building the solution together."
From insight to everyday tools
We're supporting the upgrade and evolution of the Mr.Goodfish app into a practical everyday guide helping people find seasonal, local species and make more informed choices at the counter or on a menu. Every feature is shaped through real-world testing and refined through feedback.
What you can do today
Small decisions, added up, make a difference. When markets shift, oceans recover. Start with your next meal:
- Choose seasonal, locally sourced seafood when possible
- Ask where your fish comes from and how it was caught
- Try an underused or lesser-known species
- Support restaurants and retailers that prioritise transparency
Want to learn more?
- Read our short brief about our work in Mr Goodfish 3.0
- Read our co-creation framework deliverable
- Discover the Mr.Goodfish 3.0 project
or get in touch → hello@threeoclock.co
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